AEB Solutions Ltd t/a Review Steam Shower claimed the website was owned by them and not Steam and Shower UK or Steamshower Store and that they ran the website as part of a large network of similar websites. They said the reviews were genuine and they ensured reviews did not have any offensive language, approving them on a weekly basis.

But the ASA didn’t think it could claim to be ‘the only independent voice’ and has today ruled that the advert must not appear again.

“Review Steam Shower had also not provided the ASA with documentary evidence to demonstrate that the website was independent and impartial, and, therefore, that they did not have commercial intent. In the absence of sufficient evidence that demonstrated Review Steam Showers was independent, as claimed, and because Review Steam Shower had not made their commercial intent clear, we concluded the ad was misleading.”